Commentary Fashion

Hungarian fashion label’s Instagram success

What began as a pipe dream for a young fashion designer in 2006, has become an unlikely Central European success story.

The Nanushka brand created by Szandra Sándor has literally conquered the world and is now the social media darling of Hungarians among all brands, news portal Origo reports.

Sándor graduated from the London College of Fashion in 2005 and started her brand in 2006. With clothing designed in Budapest and produced in Europe, the collections showcase the finest craftsmanship and materials.

Nanushka showed her mainline collection at New York Fashion week. The brand operates a free standing flagship concept store in Budapest. Her collections are now stocked in over 30 countries internationally through online stores, specialty shops and department stores like Bergdorf Goodman, Selfridges, Liberty and Browns, Net-a-Porter and MyTheresa, as well shipping to over 100 countries worldwide.

Since the beginning of last year, Nanushka has tripled the number of its Instagram followers, and is currently the most popular brand with an Instagram presence in Hungary, behind online flower delivery brand The Million Roses and KFC.

Sure, Nanushka does make use of influencers, but unlike many brands, it does not pay them – only gives them clothes to wear.

“For me it is extremely important to have our garments seen on opinion leaders who both feel and can pass on the style and values of the brand. That is why, as creative director, I continue to directly supervise on a daily basis what goes out on the platform (Instagram),” Sándor told Origo.

Title image: Nanushka clothing label founder Szandra Sándor (source: Márton Koncz/Origo)

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